ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA

Mevlüt Sedat Dönmez; Seyhan Aksoy

doi:10.47107/inifedergi.1859846

TR EN

ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA

Öz

Reklam iletişimi ekosistemindeki yoğun mesaj enflasyonu ve tüketicilerin kısalan dikkat süreleri, markaları hedef kitleleriyle daha derin duyusal ve duygusal bağlar kurabilecekleri yenilikçi stratejilere yöneltmektedir. Bu bağlamda, izleyicide beyin masajı etkisi yaratan Otonom Duyusal Meridyen Tepkisi (ASMR), reklam iletişimi için güçlü ve stratejik bir duyusal araç olarak yükselmektedir. Literatürde ASMR'nin reklam üzerindeki etkileri genel hatlarıyla incelenmiş olsa da bu deneyimin satın alma niyetine tam olarak hangi psikolojik mekanizma üzerinden dönüştüğü sorusu literatürde yeterince aydınlatılamamıştır. Bu çalışmanın temel amacı, ASMR deneyiminin satın alma niyetine etkisini incelemek ve bu süreçte tüketicinin içerikle zihinsel ve duygusal olarak bütünleşmesini ifade eden reklam angajmanının üstlendiği kritik aracı rolü ortaya koymaktır. Araştırmanın metodolojik tasarımında dış ve ekolojik geçerliliği artırmak amacıyla, kurgusal bir içerik yerine gerçek bir kahve markasına ait 29 saniyelik profesyonel bir reklam filmi uyaran olarak kullanılmıştır. Video; literatürde ikna edicilik için optimal kabul edilen sürede olup öğütme, dökme ve tıkırtı gibi doğal tetikleyiciler barındırmaktadır. Veriler, kolayda örnekleme yöntemiyle ulaşılan 264 genç katılımcıdan (yaş ortalaması 23,17) çevrimiçi anket aracılığıyla elde edilmiş ve En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) kullanılarak analiz edilmiştir. Araştırma bulguları, ASMR deneyiminin tüketicilerde yüksek düzeyde reklam angajmanı oluşturduğunu ve bu angajmanın satın alma niyetini pozitif yönde tetiklediğini kanıtlamıştır. Kritik bir bulgu olarak, reklam angajmanının ASMR deneyimi ile satın alma niyeti arasındaki ilişkide aracı rol oynadığı, yani etkinin zihinsel kilitlenme mekanizması üzerinden gerçekleştiği tespit edilmiştir. Sonuç olarak bu çalışma, ASMR’nin izleyiciyi pasif konumdan çıkarıp reklama kilitleyerek ikna eden stratejik bir araç olduğunu kanıtlamakta ve uygulayıcılara bütüncül duyusal reklam stratejileri kurgulamaları için kapsamlı bir yol haritası sunmaktadır.

Anahtar Kelimeler

ASMR, reklamcılık, reklam angajmanı, satın alma niyeti, duyusal reklam, marka

THE MEDIATING ROLE OF ADVERTISING ENGAGEMENT IN THE REFLECTION OF ASMR ADVERTISEMENTS ON PURCHASE INTENTION: A STUDY ON YOUNG CONSUMERS

Öz

In the modern advertising ecosystem, intense message inflation and shortened consumer attention spans drive brands toward innovative strategies. Consequently, brands are increasingly adopting sensory and emotional approaches to establish meaningful connections with target audiences. Within this context, Autonomous Sensory Meridian Response (ASMR), which generates a brain massage or tingling effect on viewers, has emerged as a strategic tool in sensory advertising. While existing literature explores the general impacts of ASMR in advertising, the specific psychological mechanism through which this sensory experience converts into purchase intention remains insufficiently elucidated. The primary objective of this study is to examine the impact of the ASMR experience on purchase intention and to empirically test the mediating role of advertising engagement, representing the consumer's active mental and emotional integration with the content. Methodologically, to enhance external and ecological validity, the study utilized a 29-second professional commercial from a real coffee brand rather than a fictional stimulus. This video contains natural ASMR triggers such as grinding and pouring sounds, considered optimal in the literature for inducing persuasiveness. Data were collected via an online survey from 264 young consumers (mean age 23.17) and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Research findings indicate that the ASMR experience generates a high level of advertising engagement, which positively triggers purchase intention. A critical finding reveals that advertising engagement plays mediating role in this relationship; specifically, the ASMR experience influences purchase intention through the mechanism of mental interlocking. In conclusion, this study proves that ASMR is a strategic sensory advertising tool that persuades by shifting viewers from a passive state to active engagement. These results offer a practical roadmap for marketing practitioners to design holistic sensory strategies beyond mere sound effects.

Anahtar Kelimeler

ASMR, advertising, advertising engagement, purchase ıntention, sensory advertising, brand.

Kaynakça

Aaker, D. A., Stayman, D. M. and Hagerty, M. R. (1986). Warmth in Advertising: Measurement, Impact, and Sequence Effects. Journal of Consumer Research, 12(4), 365-381. DOI: 10.1086/208524.
Akarsu, H. and Sever, N. S. (2023). Advertising engagement: conceptualization, scale development and validation. Journal of Communication, 26, 283-301. doi.org/10.14201/fjc.31217.
Andersen, J. (2014). Now You’ve Got the Shiveries: Affect, Intimacy, and the ASMR Whisper Community. Television & New Media, 16(8), 683-700. https://doi.org/10.1177/1527476414556184.
Antonova O. (2019). Three Ways to Use ASMR-Technologies in Modern Advertising and Marketing. Modern Economics, 17(6-10). DOI: https://doi.org/10.31521/modecon.V17(2019)-01.
Baltar, F. and Brunet, I. (2012). Social research 2.0: Virtual snowball sampling method using Facebook. Internet Research, 22(1), 57-74. https://doi.org/10.1108/10662241211199960
Barratt E. L. and Davis N. J. (2015). Autonomous Sensory Meridian Response (ASMR): A Flow-Like Mental State. PeerJ, 3. Erişim adresi: https://peerj.com/articles/851/#table-2.
Belinsky, S. (2024). The top YouTube searches in the World. Erişim Adresi: https://www.similarweb.com/blog/marketing/seo/top-youtube-searches/, Erişim Tarihi: 11.01.2025.
Bogueva, D. and Marinova, D. (2020). Autonomous Sensory Meridian Response (ASMR) for responding to climate change. Sustainability, 12(17), 1-28. https://doi.org/10.1016/j.concog.2020.103021
Bozkurt, S., Celik, F. and Gligor, D. (2026). Assessing the current state of mediation analysis in marketing research: Pitfalls and recommendations. Journal of Business Research, 206. https://doi.org/10.1016/j.jbusres.2025.115934
Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185-216. https://doi.org/10.1177/135910457000100301

Brodie, R. J., Hollebeek, L. D., Juric, B. and Ilic, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3) 252-271. doi: 10.1177/1094670511411703.
Boronczyk, F., Rumpf, C., and Breuer, C. (2018). Determinants of viewer attention in concurrent event sponsorship. International Journal of Sports Marketing and Sponsorship, 19(1), 11-24. doi.org/10.1108/IJSMS-09-2016-0063.
Bui, M., Krishen, A. S., Anlamlier, E. and Berezan, O. (2021). Fear of missing out in the digital age: The role of social media satisfaction and advertising engagement. Psychology & Marketing, 39(4), 683-693. doi.org/10.1002/mar.21611.
Campbell, M. C. and Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292-304. doi.org/10.1086/376800
Chae, H., Baek, M., Jang, H. and Sung, S. (2021). Storyscaping in fashion brand using commitment and nostalgia based on ASMR marketing. Journal of Business Research, 130, 462-472. https://doi.org/10.1016/j.jbusres.2020.01.004
Chattopadhyay, A. and Basu, K. (1990). Humor in advertising: The moderating role of prior brand evaluation. Journal of Marketing Research, 27(4), 466-476. doi.org/10.1177/002224379002700.
Chen, S. (2024). The Impact of Brand Awareness on Purchase Intention. Highlights in Business, Economics and Management, 30, 239-246. https://doi.org/10.54097/88gfk880
Chen, W., Ling, C. and Chen, C. (2023). What affects users to click social media ads and purchase intention? The roles of advertising value, emotional appeal and credibility. Asia Pacific Journal of Marketing and Logistics, 35(8), 1900–1916. https://doi.org/10.1108/APJML-01-2022-0084.
Cohen, J. (2013). Statistical power analysis for the behavioral sciences (2. bs). Routledge. https://doi.org/10.4324/9780203771587
Cohen, J., Sands, S., Campbell, C. and Mavrommatis, A. (2024). Sonic sensations: Navigating the mixed outcomes of ASMR in retail advertising. Journal of Retailing and Consumer Services, 80, 1-9. https://doi.org/10.1016/j.jretconser.2024.103900.
Çeli̇k, F. (2022). Davranışsal i̇letişim araştırmalarında aracılık testine genel bir bakış. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (49), 392–410. https://doi.org/10.52642/susbed.1158738.
Çelik, F., Koc, E., Yildiz, S. Y., Tarim, E. and Daryanto, A. (2026). Exploring the potential of the pratfall effect in travel influencer marketing. Journal of Hospitality and Tourism Management, 66, 101388. https://doi.org/10.1016/j.jhtm.2025.101388
Çerçi, M. (2021). Otonom duyusal meridyen tepki (asmr) reklamlarının duygu oluşturmadaki rolü. The Turkish Online Journal of Design Art and Communication, 11(3), 932-942. doi: 10.7456/11103100/011.
De Kerpel L., Van Kerckhove, A. and Tessitore, T. (2024). Can you feel the advertisement tonight? The eﬀect of ASMR cues in video advertising on purchase intention. International Journal of Advertising, 43(4), 716-745. doi: 10.1080/02650487.2023.2262328.
Diam, J. M. (2022). How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement. Social Media in Business Records. Perpustakaan Tun Abdul Razak, Universiti Teknologi MARA Sarawak, 1, 7-9.
Edell, J. A. and Burke, M. C. (1987). The Power of Feelings in Understanding Advertising Effects. Journal of Consumer Research, 14(3), 421-433. doi: 10.1086/209124.
Eker, Y. (2023). Otonom duyusal meridyen tepkisi (ASMR-15) ölçeği: Türkçeye uyarlama geçerlik ve güvenirlik çalışması. Ege Üniversitesi Sağlık Bilimleri Enstitüsü Yayımlanmamış Yüksek Lisans Tezi. İzmir.
Ford, J. B and Campbell, C. (2022). The Quest for Consumers’ Attention: Exploring Ad Tools, Tactics, and Devices. Journal of Advertising Research, 12, 197-198. https://doi.org/10.2501/JAR-2022-019.
Fornell, C. and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Fredborg, B., Clark, J. and Smith, S. D. (2017). An examination of personality traits associated with Autonomous Sensory Meridian Response (ASMR). Frontiers in Psychology, 8, 247. https://doi.org/10.3389/fpsyg.2017.00247.
Garg, P., Raj, R., Kumar, V., Singh, S., Pahuja, S. and Sehrawat, N. (2023). Elucidating the role of consumer decision making style on consumers’ purchase intention: The mediating role of emotional advertising using PLS-SEM. Journal of Economy and Technology, 1, 108-118. https://doi.org/10.1016/j.ject.2023.10.001.
Gotsch, M. L. and Gasser, F. (2025). The effect of autonomous sensory meridian response (ASMR) messages on consumer brand perceptions and intentions. J Consumer Behav, 24, 5–19. doi: 10.1002/cb.2370.
Greer, J. M. H., Hamilton, C. J., Beckelhymer, D., Thompson, E. and Perilloux, C. (2025). Do whispering minds tingle alike? Exploring the relationship between ASMR-sensitivity, trait ASMR, and trigger preference. PLoS One, 20(7), e0326346. https://doi.org/10.1371/journal.pone.0326346.
Hair, J. F., Black, C. W., Babin, J. B. and Anderson, E. R. (2019). Multivariate data analysis (Eighth edition). Cengage.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P. and Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer International Publishing AG.
Hair, J. F., Hult, G. T., Ringle, C. M. and Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second edition). Sage.
Haley, R. I. and Baldinger, A. L. (2000). The ARF copy research validity project. Journal of Advertising Research, 40(6), 114-140. https://doi.org/10.2501/jar-40-6-114-135
Hausman, A. V. and Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5–13. https://doi.org/10.1016/j.jbusres.2008.01.018.
Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (3nd Edition). The Guilford Press.
Henseler, J., Ringle, C. M. and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Higgins, E. T. and Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100-114. https://doi.org/10.1016/j.jcps.2009.02.002.
Holbrook, M. B. and Batra, R. (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14(3), 404-420. doi: 10.1086/209123.
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty Nexus. Journal of Marketing Management, 27(7-8), 785-807. http://dx.doi.org/10.1080/0267257X.2010.500132.
Hollebeek, L. D., Glynn, M. S. and Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002.
Hostler, T. J., Poerio, G. L. and Blakey, E. (2019). Still more than a feeling: Commentary on Cash et al., “Expectancy effects in the Autonomous Sensory Meridian Response” and recommendations for measurement in future ASMR research. Multisensory Research, 32(6), 521–531. https://doi.org/10.1163/22134808-20191414.
Karpuz, A. ve Tüzel Uraltaş, K. N. (2024). Bir Deneyimsel Pazarlama Uygulaması Olarak ASMR Marketing: Online Alışveriş Platformları Üzerine Bir İnceleme. Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi, 7(2), 36-59. doi: 10.61766/hire.1484371.
Kaur, S., Nim, D. and Jaggi, S. (2022). Relationship Between Humor in Advertising and Attitude Towards Ads: A Meta-Analysis. Indian Journal of Marketing, 52(3), 8-22. https://doi.org/10.17010/ijom/2022/v52/i3/160366.
Kim, J., Ahn, S. J., Kwon, E. S. and Reid, L. N. (2017). TV advertising engagement as a state of immersion and presence. Journal of Business Research, 76, 67-76. https://doi.org/10.1016/j.jbusres.2017.03.001.
Kim, J., Lee, J., Jo, S., Jung, J. and Kang, J. (2015). Magazine Reading Experience and Advertising Engagement: A Uses and Gratifications Perspective. Journalism & Mass Communication Quarterly, 92(1), 179¬–198. doi: 10.1177/1077699014559914.
Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25–31. doi.org/10.1080/08874417.2003.11647530.
Lee, D., Hosanagar, K. and Nair, H. S. (2017). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Management Science, 64(11), 5105-5131. doi.org/10.1287/mnsc.2017.2902.
Lee, M. and Johnson, C. (2005). Principles of Advertising: A Global Perspective. New York: The Haworth Press, Inc.
Lee, M. and Lee, H. (2022). Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention? International Journal of Consumer Studies, 46(1), 235-248. https://doi.org/10.1111/ijcs.12667
Lee, S. S. and Johnson, B. K. (2025). Testing Mechanisms in ASMR Persuasion: Advertising Consumers’ Resistance-Overcoming Sensory Satisfaction. Journal of Interactive Advertising, 25(3), 254-271. doi: 10.1080/15252019.2025.2559793.
Li, M. W., Kim, Y. R., Liu, A., Scarles, C. and Chen, J. L. (2025). Storytelling in travel vlogs: Scale development, validation, and application. Journal of Travel Research, 00472875241312178. https://doi.org/10.1177/00472875241312178
Liang, C.-C. and Li, C.-H. (2023). Attention and purchase intention of sounding advertisements—A study on autonomous sensory meridian response of towel sound. Journal of Sensory Studies, 39, 1-14. https://doi.org/10.1111/joss.12888.
Liu, F. and Lee, Y.-H. (2024). Virtually authentic: Examining the match-up hypothesis between human vs virtual influencers and product types. Journal of Product & Brand Management, 33(2), 287-299. https://doi.org/10.1108/JPBM-03-2023-4418
Lu, X., Das, D., Huh, J. and Srivastava, J. (2022). Influence of Consumers’ Temporary Aﬀect on Ad Engagement: A Computational Research Approach. Journal of Advertising, 51(3), 352-368. doi: 10.1080/00913367.2021.1977202.
MacKenzie, S. B., Lutz, R. J. and Belch, G. E. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130-143. https://doi.org/10.1177/002224378602300205.
Maddox, J. (2021). On the Limits of Platform-Centric Research: YouTube, ASMR, and Affordance Bilingualism. International Journal of Communication, 15, 1120–1140.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R. and Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378–87. doi.org/10.1016/j.jbusres.2017.12.047.
Mollen, A. and Wilson, H. (2010). Engagement, Telepresence, and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives. Journal of Business Research, 63 (9/10), 919-925. https://doi.org/10.1016/j.jbusres.2009.05.014.
Park, J., Lee, J. M., Xiong, V. Y., Septianto, F. and Seo, Y. (2021). David and Goliath: When and why micro-influencers are more persuasive than mega-influencers. Journal of Advertising, 50(5), 584-602. https://doi.org/10.1080/00913367.2021.1980470.
Petit, O., Velasco, C. and Spence, C. (2019). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45, 42-61. https://doi.org/10.1016/j.intmar.2018.07.004.
Pham, M. T. and Sun, J. J. (2020). On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace. Journal of Retailing, 96(1), 101-127. https://doi.org/10.1016/j.jretai.2019.11.003
Pham, M. T., Hung, I. and Gorn, G. J. (2011). Relaxation Increases Monetary Valuations. Journal of Marketing Research, 48(6), 814–26. https://doi.org/10.1509/jmkr.48.5.814
Poerio, G. L., Blakey, E., Hostler, T. J. and Veltri, T. (2018). More than a feeling: Autonomous sensory meridian response (ASMR) is characterized by reliable changes in affect and physiology. Plos One, 13(6), e0196645. https://doi.org/10.1371/journal.pone.0196645.
Rao Hill, S. and Qesja, B. (2023). Social media influencer popularity and authenticity perception in the travel industry. The Service Industries Journal, 43(5-6), 289-311. https://doi.org/10.1080/02642069.2022.2149740 Rappaport, S. D. (2007). Lessons from Online Practice: New Advertising Models. Journal of Advertising Research, 47(2), 135-141. doi:10.2501/S0021849907070158
Raza, M. A., Ahad, M. A., Shafqat, M. A., Aurangzaib, M. and Rizwan, M. (2014). The Determinants of Purchase Intention towards Counterfeit Mobile Phones in Pakistan. Journal of Public Administration and Governance, 4(3), 1-19. https://doi.org/10.5296/jpag.v4i3.5846.
Ringle, C. M., Wende, S. and Becker, J.-M. (2024). SmartPLS 4 [Software]. SmartPLS. https://www.smartpls.com Roberts, N., Beath, A. and Boag, S. (2019). Autonomous sensory meridian response: Scale development and personality correlates. Psychology of Consciousness: Theory, Research, and Practice, 6(1), 22-39. https://doi.org/10.1037/cns0000168.
Román, S., Riquelme, I. P. and Iacobucci, D. (2024). Unlocking the helpfulness of extreme and exaggerated hotel online reviews: Consumers and brand influences. Tourism Management Perspectives, 54, 101321. https://doi.org/10.1016/j.tmp.2024.101321.
Rossiter, J. R., Percy, L. and Bergkvist, L. (2018). Marketing communications, objectives, strategy, tactics. SAGE Publications: London.
Ruiz, P. E. (2022). YouTube, the Attention Economy and Digital Audience Interest in Sponsored ASMR Videos. The Anáhuac Journal, 22(2), 12-41. https://doi.org/10.36105/theanahuacjour.2022v22n2.01.
Sands, S., Campbell, C., Mavrommatis, A. and Kadomskaia, V. (2022). Can a Whisper Boost Recall Of Video Advertisements? Exploring the Effects of Autonomous Sensory Meridian Response (ASMR) in Advertising. Journal of Advertising Research, 62(3), 285–296. https://doi.org/10.2501/JAR-2022-016.
Sarstedt, M., Hair, J. F., Cheah, J.-H., Becker, J.-M. and Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197-211. https://doi.org/10.1016/j.ausmj.2019.05.003.
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., Vaithilingam, S. and Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322-2347. https://doi.org/10.1108/EJM-02-2019-0189.
Sin, M. and Yun, Y. J. (2019). Convergent Study of The Effect of Online Advertising Design Using ASMR (Autonomous Sensory Meridian Response). Korean Society of Science & Art, 37(3), 243-253. https://doi.org/10.17548/ksaf.2019.06.30.243.
Singh, S. N. and Cole, C. A. (1993). The effects of length, content, and repetition on television commercial effectiveness. Journal of Marketing Research, 30(1), 91–104. https://doi.org/10.1177/002224379303000108.
Skolastika, F., Daud, I. and Afifah, N. (2025). The Effect of Sensory Marketing and Audio Branding on Repurchase Intention Mediated by Brand Experience. Ilomata International Journal of Management, 6(2), 763-780. doi:10.61194/ijjm.v6i2.1524.
Smith, N. and Snider, A-M. (2019). ASMR, affect and digitally-mediated intimacy. Emotion, Space and Society, 30, 41–48. doi:10.1016/j.emospa.2018.11.002.
Soper, D. (2024). A-priori sample size for structural equation models references [Software]. https://www.danielsoper.com/statcalc/references.aspx?id=89
Spence, C. (2020). Extraordinary emotional responses elicited by auditory stimuli linked to the consumption of food and drink. Acoustical Science and Technology, 41(1), 28-36. doi:10.1250/ast.41.28.
Suci, A., Wang, H-C. and Doong, H-S. (2023). Relax Your Fear—The role of autonomous sensory meridian response (ASMR) in green advertising. Journal of Retailing and Consumer Services, 75, 1-10. https://doi.org/10.1016/j.jretconser.2023.103479.
Taşkıran, N. ve Bolat, N. (2013). Reklam ve algı ilişkisi: Reklam metinlerin alımlanmasında duyu organlarının işlevleri hakkında bir inceleme. Beykent Üniversitesi Sosyal Bilimler Dergisi, 6(2), 43-57.
Teixeira, T. S., Wedel, M. and Pieters, R. (2012). Emotion-induced engagement in internet video advertisements. Journal of Marketing Research, 49(2), 144-159. https://doi.org/10.1509/jmr.10.0207.
Tokmak, Danışman, G. (2023). Determining Autonomous Sensory Meridian Response (ASMR) Effect on Advertising Effectiveness by Using Content Analysis. Ege Akademik Bakış, 23(4), 589-603. Doi: 10.21121/eab.1289908.
Topolovec-Vranic, J. and Natarajan, K. (2016). The use of social media in recruiting for medical research studies: A scoping review. Journal of Medical Internet Research, 18(11), e268. doi: 10.2196/jmir.5698.
Tran, H. C. and Choi, J. W. (2021). The User Perception in ASMR Marketing Content through Social Media Text-Mining: ASMR Product Review Content vs ASMR How-to Content. The Journal of Information Systems, 30(4), 1-20. https://doi.org/10.5859/ KAIS.2021.30.4.1
Uraltaş, K. N. T. ve Karpuz, A. (2022). Otonom duyusal meridyen tepki (ASMR) ve demografik özellikler arasındaki ilişkiler üzerine bir inceleme: İstanbul ili örneği. Uluslararası Uygulamalı Sosyal Bilimler Kongresi (Igu-Con USBK), 10-11 Mart 2022, İstanbul: İGÜ Yayınları.
Ülker, Y. ve Tosun, N. (2021). Mağaza imajının ikon marka algısına yansıması. Türkiye İletişim Araştırmaları Dergisi (Turkish Review of Communication Studies), 38, 205–221. https://doi.org/10.17829/turcom.805829.
Vanwesenbeeck, I., Walrave, M. and Ponnet, K. (2017). Children and advergames: the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes. International Journal of Advertising, 36(4), 520–541. https://doi.org/10.1080/02650487.2016.1176637.
Van Heerde, H. J., Moorman, C., Moreau, C. P., and Palmatier, R. W. (2021). Reality check: Infusing ecological value into academic marketing research. Journal of Marketing, 85(2), 1-13. Doi: 10.1177/0022242921992383.
Vermeir, I., Kazakova, S., Tessitore, T., Cauberghe, V. and Slabbinck, H. (2014). Impact of flow on recognition of and attitudes towards in-game brand placements: Brand congruence and placement prominence as moderators. International Journal of Advertising, 33(4), 785–810. doi.org/10.2501/IJA-33-4-785-810.
Vivek, S., Beatty, S. E. and Morgan, R. M. (2010). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122-146. doi.org/10.2753/MTP1069-6679200201.
Voorveld, H. A. M., Noort, G. V., Muntinga, D. G. and Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Diﬀerentiating Role of Platform Type. Journal of Advertising, 47(1), 38-54. doi:10.1080/00913367.2017.1405754.
Vrtana, D. and Krizanova, A. (2023). The power of emotional advertising appeals: Examining their influence on consumer purchasing behavior and brand–customer relationship. Sustainability, 15(18). https://doi.org/10.3390/su151813337.
Wang, A. (2006). Advertising Engagement: A Driver of Message Involvement on Message Eﬀects. Journal of Advertising Research, 46(4), 355-368. doi: 10.2501/S0021849906060429.
Whang, J. B., Song, J. H., Choi, B. and Lee, J. H. (2021). The effect of augmented reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research, 133, 275–84. doi.org/10.1016/j.jbusres.2021.04.057.
Yang, Y., Zhang, J. and Gao, T. (Lisa). (2024). How do username and avatar affect people’s engagement with native advertising on social media: From the self‐disclosure perspective. Psychology & Marketing, 41(6), 1289-1317. https://doi.org/10.1002/mar.21980.
Young, J. and Blansert, I. (2015). Idiot’s guide as easy as it gets: ASMR. Alpha Books: New York.
Yu, Z., Zhang, Y., Zheng, H., Cui, X., Chen, L. and Cao, Q. (2024). How do Short Video Advertisements Affect Furniture Consumers' Purchase Intentions? BioResources, 19(2), 2639-2659. doi: 10.15376/biores.19.2.2639-2659.
Zhao, Z., Li, S., Peng, Q. and Chen, K. (2025). A Novel Perspective on Green Advertising: The Interactive Effect of Message Framing and Advertising Type on Consumer's Green Purchase Intention. Journal of Consumer Behaviour, 24, 3009-3028. https://doi.org/10.1002/cb.70046.
Zheng, J. (2025). Research on How ASMR Marketing Influences Consumers Emotion Dependent Purchase Behavior. Advances in Economics Management and Political Sciences, 176(1), 81-84. doi:10.54254/2754-1169/2025.22095.
Ziliak, J. (2011). Advertising Engagement: Giving Creative Credit Where Credit is Due. In: ComScore. Erişim Adresi: https://www.comscore.com/ita/Insights/Blog/Advertising-Engagement Giving-Creative-Credit-Where-Credit-is-Due. Erişim Tarihi: 20.09.2025

Ayrıntılar

Birincil Dil

Türkçe

Konular

Reklam Araştırmaları, Reklam Kampanyaları, Reklam Stratejileri, Sosyal Reklamcılık

Bölüm

Araştırma Makalesi

Yazarlar

Mevlüt Sedat Dönmez ^*
0000-0002-8437-7416
Türkiye

Seyhan Aksoy
0000-0001-5167-5866
Türkiye

Yayımlanma Tarihi

9 Haziran 2026

Gönderilme Tarihi

9 Ocak 2026

Kabul Tarihi

30 Nisan 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 11 Sayı: 1

DOI

https://doi.org/10.47107/inifedergi.1859846

IZ

https://izlik.org/JA46CY22EK

APA

Dönmez, M. S., & Aksoy, S. (2026). ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), 11(1), 286-310. https://doi.org/10.47107/inifedergi.1859846

AMA

1.Dönmez MS, Aksoy S. ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi). 2026;11(1):286-310. doi:10.47107/inifedergi.1859846

Chicago

Dönmez, Mevlüt Sedat, ve Seyhan Aksoy. 2026. “ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA”. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi) 11 (1): 286-310. https://doi.org/10.47107/inifedergi.1859846.

EndNote

Dönmez MS, Aksoy S (01 Haziran 2026) ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi) 11 1 286–310.

IEEE

[1]M. S. Dönmez ve S. Aksoy, “ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA”, İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), c. 11, sy 1, ss. 286–310, Haz. 2026, doi: 10.47107/inifedergi.1859846.

ISNAD

Dönmez, Mevlüt Sedat - Aksoy, Seyhan. “ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA”. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi) 11/1 (01 Haziran 2026): 286-310. https://doi.org/10.47107/inifedergi.1859846.

JAMA

1.Dönmez MS, Aksoy S. ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi). 2026;11:286–310.

MLA

Dönmez, Mevlüt Sedat, ve Seyhan Aksoy. “ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA”. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), c. 11, sy 1, Haziran 2026, ss. 286-10, doi:10.47107/inifedergi.1859846.

Vancouver

1.Mevlüt Sedat Dönmez, Seyhan Aksoy. ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi). 01 Haziran 2026;11(1):286-310. doi:10.47107/inifedergi.1859846

ASMR REKLAMLARININ SATIN ALMA NİYETİNE YANSIMASINDA REKLAM ANGAJMANININ ARACILIK ROLÜ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA

Öz

Anahtar Kelimeler

THE MEDIATING ROLE OF ADVERTISING ENGAGEMENT IN THE REFLECTION OF ASMR ADVERTISEMENTS ON PURCHASE INTENTION: A STUDY ON YOUNG CONSUMERS

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster